Fusion for profit: how marketing and finance can work together to create value

The corporate world is typically structured in silos. Managers urgently need to overcome this "silo" effect by fusing ideas across different functional areas in the firm. In Fusion for Profit, Sharan Jagpal, a well-known and highly respected multidisciplinary researcher and business consultant, explains in simple language using real-world examples how managers can use sophisticated concepts to fuse different functional areas in the firm, especially marketing and finance, to increase the firm's value. The author provides novel solutions to a wide range of complex business problems ranging from choosing pricing and bundling strategies, to positioning and messaging strategies, to measuring brandequity, to measuring advertising productivity in a mixed media plan includingInternet advertising, to compensating a multiproduct sales force, to measuring the potential gains and risks from mergers and acquisitions. These concepts are illustrated using case studies from a variety of firms in different industries, including AT&T, Coca-Cola, Continental Airlines, General Electric, Home Depot, Southwest Airlines, and Verizon. INDICE: Foreword , Dinyar S. Devitre Foreword , John A. Greco Jr. PART I: Financial Tools Necessary for Understanding the Marketing-Finance Interface 1.Choosing Marketing Policy in the Short Run 2. Choosing Marketing Policy in the Long Run PART II: Defining the Market 3. What is the Impact on Strategy? PART III: Understanding Market Shares 4. Should the Firm Pursue Market Share? 5. Should the Multiproduct Firm Use the Market Share Metric? PART IV: Strategies and Pricing Policies for New Products and Bundles 6. Pricing New Products: Strategies and Caveats 7. Choosing Strategies for New Products Using Market-LevelData 8. Choosing Strategies for New Products Using Primary Data 9. Bundling PART V: Integrating Marketing Strategy and the Supply Chain 10. Channels of Distribution PART VI: Marketing Policy and Consumer Behavior 11. How Does Consumer Behavior Aff ect Marketing Policy? PART VII: How to Choose Advertising and Promotion Strategies 12. Coordinating Advertising Strategy, Branding, and Positioning 13. Determining the Advertising Budget 14. Measuring Advertising Productivity PART VIII: How to Choose Compensation Plans 15. How Should the Firm Compensate Managers to Maximize Performance? 16. How Should the Firm Compensate Its Sales Force? The Basic Moel 17. Model Extensions: How Should the Multiagent/Multiproduct Firm Reward and Measure Sales Force Performance? PART IX: How toAllow for Competitive Reaction 18. How to Make Marketing Decisions When Competitors React: A Game-Theoretic Approach PART X: Other Applications of Fusion for Profit 19. Measuring and Building Brand Equity 20. How Marketing Policy Affects Consumer Well-Being and Social Welfare 21. Internet Marketing 22. Mergers and Acquisitions 23. How to Choose Optimal International Marketing Strategies

• ISBN: 978-0-19-537105-5
• Editorial: Oxford University
• Encuadernacion: Cartoné
• Páginas: 664
• Fecha Publicación: 01/11/2008
• Nº Volúmenes: 1
• Idioma: Inglés